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Direct mail myths debunked
Even though all the growth in marketing and advertising seems to be in digital channels, direct mail is still relevant and can command a lot of attention. In fact, Direct Marketing News cited data from the Winterberry Group that found the average spend on mail is set to increase in 2014.
"The misconception is that direct mail if old school, too expensive and ignored," Gary Reblin, vice president of new products and innovation at the United States Postal Service, told the source. "The reality is quite the opposite. Mail is evolving and can drive purchasing using new technology.
Reblin added some of the reasons direct mail is still relevant are new techniques like QR codes and the continued customer preference for a personalized touch that can't be gained from other marketing channels.
"When comparing upfront costs, search and social campaigns may be appealing, but it's the ROI that counts - and that's the true value of using direct mail, especially for small and local businesses with target audiences to reach," Reblin said.
Direct mail myths that could be holding marketers back
As advertisers race to implement more digital marketing techniques, the general perception is that direct mail is dead. However, this is far from the truth.
Even businesses that utilize direct mail may have some incorrect ideas about the most effective tactics. For example, some marketers think self-mailers don't get the same results as those in envelopes, but this may not be the case, KERN stated. Marketers need to carefully select the audience they are trying to target. Self-mailers often work better for existing clients rather than prospective ones. Because there is less space on a postcard, the call to action needs to be more to the point. However, if you're trying to promote a specific product with a limited-time discount, a postcard is often more cost-effective than a letter in an envelope. For shorter messages, you can see good results from self-mailers.
Direct mail still demonstrates a high return on investment, which makes it worth the continued use, Direct Marketing News said. The open rates are higher compared to email. These campaigns often have better results than search engine marketing or social media, and it can be easier to measure ROI. For instance, you can include a URL or phone number specific to the campaign to track the number of responses.
This channel delivers results when you adhere to marketing best practices - and many of these are consistent across different channels. KERN suggested that marketers target a specific audience, use clear calls to action and reflect the overall look and feel of their brands in their mail campaigns. You need to know what design elements your customers will respond to, as well as personalize mail pieces. This can drive engagement.
Even though direct mail has been around for a long time, marketers don't need to rely on outdated methods to produce it. Direct mail software can manage some of the more time-consuming aspects, such as address verification and presorting to ensure campaigns are accurate and cost-effective.
